Sales Experience In China-030 Mining for Customers' Needs (Part A)

Before delving into customer needs, salespeople must have a thorough understanding of their own products. A lack of product knowledge can lead to difficulties when customers pose questions, ultimately eroding the customers' confidence in the product being sold.

Salespeople often aim to close deals quickly, selling products at higher values to maximize performance. However, it is crucial not to overlook the genuine needs and purchasing power of the customer. For instance, if a customer is only interested in buying a T-shirt, pushing them to purchase an entire clothing line may result in them walking away without even buying the T-shirt.

Even with a sharp “hoe” for digging, salespeople must ensure they are digging in the right place to uncover the “gold mine” of customer demand. It is clear that identifying customer needs primarily involves asking questions, but the key lies in asking the right, targeted questions rather than simply asking many questions.

ask well ≠ ask a lot of questions

Determining the direction of customer demand is a critical step in the sales process. Only by understanding the specific needs can salespeople effectively target their efforts. For example, if a working-class white-collar worker is looking to buy a house, recommending a large villa would be futile, regardless of the salesperson's skills. Therefore, it is essential to first ascertain the direction of customer demand before engaging in targeted demand mining.

Customer needs can vary significantly. Some “mines” are rich in resources and can yield results with minimal effort; others may be hidden and require considerable thought and effort to uncover; and some “mines” are so deep that extracting value demands substantial hard work. This concept can be likened to the sales map presented in the previous section of the book, which can assist companies in developing their marketing strategies and tactics.

When mining for customer demand, salespeople should first analyze the type of “mine” they are dealing with and then tailor their approach accordingly. Of course, this requires the salesperson to possess the skills necessary for “ore selection.”

To effectively mine customer demand, it is also important to pay attention to the methods of questioning and the frameworks used. The most commonly employed techniques include four types of questions and two sets of frameworks. However, the most crucial aspect is to grasp the “fundamental logic of questioning.” Mastering this logic enables salespeople to better uncover customer needs. Otherwise, regardless of how questions are posed, they may only serve to exhaust the customer and lead to disinterest.

?1．The Logic of Questioning in Sales

In the realm of customer communication, the trio of skills—asking, listening, and speaking—acts like three interconnected wheels that drive the sales process forward. Among these, questioning skills stand out as the most crucial yet also the most challenging to master.

For sales professionals, merely knowing how to ask questions is insufficient; they must also discern what to ask in various situations. This is akin to a skilled craftsman who not only knows how to use a variety of tools but also understands when and where to apply each tool for optimal results.

In sales interactions, representatives often pose questions because they lack insight into the customer's true thoughts and feelings. The primary aim of these inquiries is to clear the fog and uncover the customer's deepest needs and expectations. Each question serves as a ray of light in the darkness, illuminating the customer's thought process and bringing their needs and pain points into focus.

Questioning must not be arbitrary. The questions posed by the salesperson, along with the scope of the customer's responses, should be carefully managed within a pre-established framework. This is similar to a meticulously arranged stage where the actors' performances must align with the director's vision to achieve the desired outcome. By doing so, the salesperson can effectively guide the customer toward a specific line of thinking and ultimately reach the sales goal.

At its core, all questions can be viewed as closed questions. This perspective may seem perplexing at first, but upon deeper reflection, the rationale becomes clear. Closed-ended questions limit responses to a specific range, compelling the customer to choose or answer within those confines. Throughout the sales process, regardless of whether the questions are open-ended or selective, the underlying objective remains the same: to gather precise information that facilitates the sales process.

Salespeople must recognize this dynamic and leverage their questioning skills to the fullest extent. By doing so, they can take the initiative in customer interactions and steer them toward decisions that favor the sale.

When sales professionals truly grasp the logic and techniques of questioning, they may come to the realization that nearly all questions function as closed questions. In essence, salespeople ask questions not to elicit random answers but to encourage customers to think and respond in alignment with the salesperson's objectives, thereby paving the way for sales success.

Please remember that relying solely on closed-ended questions can lead to customer discomfort, making them feel constrained or pressured to respond. This can diminish their motivation and engagement, ultimately hindering the sales process. Therefore, it is essential for salespeople to employ a flexible approach, utilizing a variety of questioning techniques tailored to different situations and customer characteristics.

For instance, during initial contact with a customer, open-ended questions can be employed to allow customers to freely express their needs and ideas, fostering a positive communication atmosphere. Once the salesperson has a grasp of the customer's basic situation, they can strategically use closed-ended questions to further clarify the customer's needs and pain points, setting the stage for effective solutions. Additionally, selective questioning and rhetorical questions can be utilized to stimulate the customer's thinking and guide them toward decisions that support the sales process.

Questioning is a vital component of the sales process. By flexibly employing a range of questioning methods and techniques, salespeople can better understand customer needs, establish strong communication relationships, and ultimately achieve their sales objectives. When sales professionals possess strong communication skills, high emotional intelligence, and excellent interpersonal abilities, they can effectively harness the power of questioning to achieve remarkable results with greater efficiency.

2. Open-Ended Questions in Construction Machinery Sales

In the construction machinery sales industry, open-ended questions serve as a powerful tool, akin to a magical key that unlocks the door to a customer's innermost thoughts. These questions enable salespeople to explore the customer's genuine needs and expectations.

Open-ended questions prompt customers to articulate their desires, such as, “What do you want? Why do you want it? Who is the intended user? When do you need it?” While these inquiries may seem straightforward, they embody significant sales wisdom. For instance, by asking, “What do you want?” a salesperson can help the customer clarify their specific requirements for construction machinery—whether they prioritize high performance, efficiency, reliability, or durability. The question “Why?” encourages customers to reflect on the motivations behind their needs, providing salespeople with valuable insights into the customer's decision-making process. The inquiry “Who is the intended user?” helps identify the application and context for the machinery, allowing sales staff to offer more tailored product recommendations. Finally, asking “When do you need it?” helps salespeople understand the customer's timeline for purchase, enabling them to align their sales strategies and follow-up efforts accordingly.

For junior salespeople, these questions primarily serve to gather information about customer needs. They are akin to explorers venturing into uncharted territory, carefully uncovering the customer's hidden treasures through their inquiries. At this stage, the salesperson's focus is on collecting data to lay the groundwork for future sales efforts. Conversely, for seasoned sales professionals, these questions transcend mere information-gathering; they become powerful instruments for guiding the customer's thought process and sparking interest in the product. Advanced salespeople skillfully weave in product advantages during the questioning process, prompting customers to consider their needs in conjunction with the construction machinery being offered.

Questions should be purposeful. Sales staff must thoughtfully design their inquiries in advance, centering them around the solutions they can provide to customers. This approach is akin to an architect creating a detailed blueprint before constructing a building. Salespeople should tailor their questions based on the customer's industry characteristics, usage requirements, budget constraints, and other relevant factors, guiding the customer to recognize their challenges and potential solutions. For example, if the customer is a construction company, the salesperson might ask, “What is the biggest challenge you currently face in your construction projects? Is it a tight schedule, complex construction, or cost control?” Such questions help the salesperson identify the customer's pain points and subsequently align the features and benefits of their construction machinery with those needs.

During initial interactions, salespeople must exercise caution and avoid probing into sensitive or private matters, as this can lead to customer resentment. Questions of a personal nature—pertaining to trade secrets, financial situations, or personal lives—are inappropriate and may make customers feel uncomfortable. For instance, if a salesperson wishes to understand a customer's cash flow issues, they should approach the topic indirectly through casual conversation. Discussing industry trends and subtly referencing cash flow can provide useful insights without raising the customer's defenses.

Open-ended questioning is a vital skill in construction machinery sales. Sales professionals should excel at using this technique to gain a deeper understanding of customer needs and expectations, ultimately guiding them toward an interest in the product and laying a solid foundation for successful sales.

The design of questions in sales should prioritize simplicity, clarity, ease of response, and a lack of resistance. This approach effectively engages customers and facilitates smooth communication. Simple questions enable customers to understand easily, while clear questions eliminate ambiguity. Questions that are easy to answer help reduce psychological pressure, and those that pose no resistance encourage customers to participate actively in the conversation. For instance, a salesperson might ask, “What are the most important factors you consider when choosing construction machinery?” This question is straightforward and clear, making it easy for the customer to respond without feeling pressured.

BTW, salespeople must consider the customer's current equipment size and future demand when determining the scope and style of their questions. Understanding the size of the customer's existing machinery helps assess their level of need and purchasing potential. If a customer already owns a substantial fleet, they may be more focused on equipment replacement and upgrades. Conversely, if their equipment is limited, they may be looking to expand their fleet. By grasping the direction of the customer's future needs, sales staff can proactively plan solutions that enhance trust and reliance on their expertise.

For example, salespeople should first identify the customer's demand direction and then, based on the feedback received, gradually narrow the focus of their questions. This method ultimately guides customers to concentrate on the advantages of the product. Initially, it is essential to limit the customer's thinking to a specific range and then ask relevant questions based on the product's features and benefits. If a customer indicates that their future needs involve improving construction efficiency, the salesperson might ask, “What factors do you believe will impact construction efficiency? What unique advantages does our product offer in enhancing that efficiency?” This line of questioning helps the salesperson gradually steer the customer toward recognizing the product's selling points.

The core principle of open-ended questioning is to begin with simple, non-threatening inquiries, gradually narrowing the focus to guide customers toward the product's advantages. However, if questioning becomes overly mechanical, customers may feel bored or fatigued. Therefore, incorporating humor and lightheartedness into questions can create a relaxed atmosphere, fostering better communication. Humor can alleviate tension and encourage customers to engage more openly. For example, salespeople might use humorous metaphors or anecdotes when posing questions, allowing customers to relax and participate actively in the conversation. Additionally, sales staff should be attentive to customer responses, adjusting their questioning style and tone to convey respect and attentiveness.

Open-ended questioning is a vital skill in construction machinery sales. Sales professionals should excel at using this technique to gain a deeper understanding of customer needs and expectations, ultimately guiding them toward an interest in the product and laying a solid foundation for successful sales.